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1、September 2023Superstore and GroceryLeaders TransformingRetail MediaDiscover how major brands are driving innovation in theretail media space and how location intelligence can takein-store advertising to the next level.Overview3Superstores:Understanding Shoppers In-Store and on the Couch4Walmart:Fin

2、ding Myriad Ways to Connect4Scoring a Goal with Sports Fans5Sams Club:Reaching Mission-Driven Shoppers7Enhancing Grocery Retail Media Strategy With Demographics10Ahold Delhaize:Appealing to Different Age Groups11Kroger and Cooler Screens:Homing in on Audiences With Pinpoint Accuracy 12Retail Media:A

3、 Triple Win13Key Takeaways14 2023 Placer Labs,Inc.|More insights at placer.ai|2OverviewRetail media networks(RMNs)advertising opportunities provided by retailers eitheronline or in their physical stores are catching on like wildfire.And companies acrossindustries are stepping into the fray.Two segme

4、nts in particular superstores and grocery chains continue to spearheadthe RMN revolution,especially when it comes to utilizing physical stores.With massivereach and diverse customer bases,retailers in these categories are particularlywell-placed to help brand partners connect with new audiences.And

5、while much oftheir retail media activity still takes place online,superstore and grocery retailers areincreasingly leveraging their large store fleets to lean into in-store and omnichannelRMN initiatives.Indeed,grocery chains and superstores,perhaps even more than other retailers,stillattract more v

6、isitors to their physical stores than to their websites.This means thatadvertisements in grocery chains and superstores offline channels will potentially beseen by many more people than online ads published through the retailers digitalchannels.And by embracing holistic strategies that account for p

7、hysical visits as wellas virtual ones,major chains in these categories are able to unleash the full power oftheir retail media offerings.2023 Placer Labs,Inc.|More insights at placer.ai|3This white paper dives into the data to explore innovations in the brick-and-mortarretail media space pioneered b

8、y superstore and grocery leaders.By analyzing locationintelligence metrics for retailers such as Walmart,Sams Club,Ahold Delhaize,andKroger,the report reveals how major chains are stepping up their RMN offerings.Read on to find out how retailers and advertisers can harness location intelligence toma

9、ke the most of this exciting opportunity.Superstores:Understanding Shoppers In-Store And onThe CouchWalmart:Finding Myriad Ways to ConnectWalmarts in-house RMN,Walmart Connect,offers plenty of digital retail mediasolutions from online search ads to social media display banners.But the chain hasalso

10、found creative ways to leverage its huge fleet of some 4,630 stores nationwide to 2023 Placer Labs,Inc.|More insights at placer.ai|4help brand partners connect with shoppers while theyre browsing the chainsphysical aisles.Walmarts in-storeretail media offerings includeon-site radio ads,product demos

11、tands,and TV screens positionedthroughout stores.And the popular superstoresimpressive reach is still growing.Inkey markets throughout thecountry including St.Louis,NewYork,Chicago,and Los Angeles,thechain experienced year-over-year(YoY)visitor growth ranging from1.1%to 3.5%.This is good news forWal

12、marts advertising partners more visitors means morepotential shoppers and more eyeballs on their in-store promotions.Scoring a Goal with Sports FansWalmart is no stranger to leveraging CTV(connected TV)platforms to enhance itsRMN,and the chain recently stepped up its CTV game with a test run aimed s

13、quarelyat sports fans.Together with NBCUniversal,Walmart launched a retail media programto display relevant ads during major sporting events,from Sunday Night NFL gamesto Premier League matches.Targeted correctly,these live-streaming ads have the potential to drive massive sales,both in-store and on

14、line.And understanding the concrete sports preferences ofpotential Walmart customers across markets and venues can help both Walmart andNBCUniversal maximize this opportunity.Which cities are most likely to draw soccerfans?And which venues are poised to attract hard-core football fanatics?Layering p

15、sychographic data from Spatial.ais FollowGraph onto the potential marketsof Walmart locations in St.Louis,Los Angeles,Chicago,and New York in H1 2023 can 2023 Placer Labs,Inc.|More insights at placer.ai|5highlight the varying interest of sports fans in different markets.The analysis revealedstriking

16、 regional differences in the passions of sports fans likely to visit Walmart indifferent cities.In Los Angeles and New York,Walmarts potential markets were uniformlyover-indexed for soccer enthusiasts,compared to a nationwide baseline.This meansthat residents of Walmarts trade areas in these CBSAs w

17、ere more likely to be intosoccer than the average American.At the same time,Walmarts potential markets inthese areas were under-indexed for NFL enthusiasts,indicating lower-than-averageinterest in football.In St.Louis,on the other hand,the potential markets of allanalyzed venues were over-indexed fo

18、r football fans,while most hadsmaller-than-average shares of soccer devotees.Chicago,for its part,presented aprime opportunity for advertisers eager to reach fans of both sports with 89.7%and75.0%of analyzed venues over-indexed for soccer and football fans,respectively.2023 Placer Labs,Inc.|More ins

19、ights at placer.ai|6Sams Club:Reaching Mission-Driven ShoppersWalmart-owned Sams Club boasts its own independent retail media network SamsClub Members Access Platform(MAP).And although most of MAPs retail media 2023 Placer Labs,Inc.|More insights at placer.ai|7offerings remain digitally-focused,its

20、platform was recently upgraded to allow forin-club sales attribution.As a result,advertisers can now connect online promotionsfeatured in Sams Club digital channels to purchases in the wholesale clubs physicalstores.Brands can also reach Sam Clubs offline shoppers through more traditionalapproaches

21、including sampling stands(more on that below).Sams Clubs membership-based model makes it relatively easy for the retailer to keeptabs on what its customers buy and when they visit the chain.But location analyticscan provide additional layers of insight into the wider behavior and mindset ofshoppers

22、as they enter the store.Foot traffic data shows,for example,that in CBSAs across Texas Sams Clubs largestmarket visitors to the chain are engaging in more mission-driven shopping than theydid last year.Consumers visited the chain slightly less frequently in Q2 2023 than inQ2 2022,but spent,on averag

23、e,between 5.9%and 9.7%more time in-store duringeach trip indicating that they may be consolidating shopping trips to cut costs andmaximize visits.Shoppers that spend more time in-store in an effort to cut costs canbe exposed to more ads during each trip and may be particularly open to cost-savingpro

24、motions.2023 Placer Labs,Inc.|More insights at placer.ai|8Tastes&Tips for Every PalateLong before RMNs took center stage,brands and especially CPG(ConsumerPackaged Goods)companies were leveraging grocery chains and superstores toadvertise their goods and find new audiences by handing out free sample

25、s in stores.And now,Sams Clubs Taste&Tips program,which lets customers try new productsas they do their shopping,is back in action after a short pandemic-induced break.Advertisers can leverage stands and“Freeosks”which automatically dispensefreebies while displaying relevant product information in S

26、ams Club venues acrossthe country to actively engage with shoppers at the point of sale.And analyzing the broader profile of likely visitors to particular locations can help bothSams Club and its brand partners optimize these promotions.Looking at thecaptured markets of top-performing Dallas-area Sa

27、ms Club locations for Q2 2023shows that they differ significantly in terms of shoppers food preferences.(A venuescaptured market refers to the population residing in its trade area,weighted to reflect 2023 Placer Labs,Inc.|More insights at placer.ai|9the actual share of visits from each Census Block

28、 Group comprising the trade area.)While some venues captured markets include outsize shares of organic foodies andvegetarians,others include large shares of frozen dinner fans and snackers.Sobrands that specialize in health foods may wish to focus their advertising efforts onthe former,while those t

29、hat offer sweet and savory treats may wish to target thelatter.Enhancing Grocery Retail Media Strategy WithDemographicsGrocery is another segment that has helped drive the fast-growing retail mediaindustry,with brands from Albertsons to Sprouts Farmers Market leading the way.When shoppers are at the

30、 grocery store,theyre in prime buying mode and as they 2023 Placer Labs,Inc.|More insights at placer.ai|10push their carts along the aisles,they may be open to hearing about new productsthat meet their needs.For CPG companies and other advertisers,reaching customers with well-timed ads soclose to th

31、e point of purchase presents a fantastic opportunity.And understandingthe demographic and psychographic characteristics of likely visitors to differentchains across venues and markets can help both the grocery chains themselvesand potential advertisers optimize their retail media efforts.Ahold Delha

32、ize:Appealing to Different Age GroupsAhold Delhaize,the holding company that owns East Coast regional grocers like GiantFood,Food Lion,Hannaford,and Stop&Shop,is among the leaders that has maderetail media a priority.In 2022 the company launched AD Retail Media,an in-houseplatform that offers brands

33、 multiple ways to reach shoppers both online and at themore than 2,000 stores that operate under the firms umbrella.But not all Ahold Delhaize banners are the same and various chains attractsomewhat different audiences.The customer base of Giant Food,for example,tendsto be more affluent than that of

34、 Food Lion.And looking at foot traffic to select AholdDelhaize banners during the first half of 2023 shows that the companys chains alsoserve different age groups.Hannafords trade areas include a substantial proportionof senior citizens,making it an attractive target for promotions aimed at oldersho

35、ppers.Giant Foods trade areas,on the other hand,include a more middle-agedaudience offering an opportunity to reach this demographic.And Food Lions tradeareas include the greatest share of consumers under 35.2023 Placer Labs,Inc.|More insights at placer.ai|11Kroger and Cooler Screens:Homing in on Au

36、diences With Pinpoint AccuracyKroger is also ramping up its retail media game.Following a three year pilot,the chainrecently announced plans to expand its partnership with Cooler Screens an in-storedigitization platform that makes it easy for retailers to display relevant ads tocustomers just as the

37、yre about to grab a cold drink or snack.Cooler Screens replacestransparent refrigerator doors and other in-store surfaces with smart screens thatcan anonymously detect customer movement and deliver messaging likely toresonate.Location intelligence can help both Kroger and Cooler Screens tailor their

38、 promotionalefforts.Looking at H1 2023 foot traffic to Kroger venues throughout Ohio shows thatthe captured markets of individual stores have very different median householdincomes.The data also shows that those Kroger locations that attract wealthiershoppers also tend to have captured markets with

39、greater shares of families withchildren.But each location carries its own unique audience profile and whenplanning their retail media strategies,both Kroger and potential advertisers canoptimize their operations by accounting for these differences.2023 Placer Labs,Inc.|More insights at placer.ai|12R

40、etail Media:A Triple WinWhen done right,retail media networks present a win-win-win for retailers,advertisers,and customers alike.Chains enjoy additional revenue streams,whileadvertisers get the opportunity to reach highly targeted and engaged shoppers.Forconsumers,too,being introduced to new produc

41、ts and services while they shop can 2023 Placer Labs,Inc.|More insights at placer.ai|13be a welcome experience especially when the offerings are closely aligned with theirhabits and preferences.Superstores and grocers,which draw millions of customers to their physical stores ona daily basis,are expe

42、rimenting with new ways of connecting brand partners toshoppers.And by leveraging location intelligence to better understand consumerbehavior,preferences,and profiles,both the retailers and prospective advertisers canensure that their RMN offerings reach the right audiences.Key Takeaways:1.Superstor

43、es and grocery retailers are upping their retail media games.Major players in the superstore and grocery categories are investing heavily inRMN innovations and capabilities.And with most of their business still doneoffline,chains in these categories are leaning into in-store and omnichannelRMN strat

44、egies.2.In-store advertising can harness new technologies but it can alsoemploy tried and true methods to introduce customers to new products.Free samples,for example,have long been an integral part of the shoppingexperience at superstores and grocery stores.And in the age of retail media,letting cu

45、stomers try free treats as they roam the aisles remains an importantway to connect them with partner brands.3.Location intelligence can help match RMNs with the right advertisers.Analyzing shoppers demographic and psychographic characteristics acrosschains and markets can help retailers attract the

46、right brand partners,and canhelp advertisers home in the RMNs best suited to their offerings.4.Foot traffic data can improve RMN campaign optimization.Retailersfirst-party data is critical to the success of retail media campaigns.But foottraffic data can take targeting to the next level,offering retailers andadvertisers additional insight into in-store behavior as well as visitors hobbiesand interests beyond the store.2023 Placer Labs,Inc.|More insights at placer.ai|14